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Running header: Branding and consumer purchase decision
The influence of branding to consumer purchasing decision: A case study of individual
purchasing behaviors and branding associations in UK
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Branding and consumer purchase decision 2
Title
The influence of branding to consumer purchasing decision: A case study of individual
purchasing behaviors and branding associations in UK
Introduction
Branding, as a concept in marketing is a very crucial determinant in the mobility of
products within any commercial set up (Martinez, 2012). The need to increase sales and to tether
a specific market segment towards a specific product has seen the concept of branding being
widely employed by most commercial entities (Knox, n.d). In the UK, just like other economic
constructs, branding has become a very crucial tool in influencing the decision by consumers to
purchase a product (Mathieson, 2011).
Most studies of individual purchase activities reveal that most of the clients were
projected to advertisement messages that influenced their decision to purchase the product under
study (Xie & Boggs, n.d). This reveals that indeed branding continues to play a very significant
role in influencing product mobility (Kavaratzis, 2011). An intelligible branding approach is
essential in defining the purchase prospect of a specific product (Bass, n.d). Analysts have
postulated that the concept of branding entails a very in depth market research and the evaluation
of the trends of purchase within the specific market locus (Moorthi, 2009). As postulated by
many market research publications, branding of products must be based on tangible evaluations
of the morphology of the market where the product seeks to establish itself (Chernatony & Riley,
n.d).
Rationale
What is the research issue?
Understanding the relationship between branding and product mobility is critical in
designing an advertisement rubric for any specific product (Punyatoya, n.d). This research study

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will dig deeper into the concept of branding and relate it to the mobility of the products of any
commercial outlet. In addition, the research study will seek to explore how branding can be made
efficient in advancing sales within the market segment.
Essentially, this work will offer an insight into the dynamics of branding and establish
how exactly branding influences the choice of product to purchase by the consumers. The work
will also offer a consummate analysis of the variants of branding and how these variants
specifically play to the psychological and behavioral construct of the consumers to influence the
choice of products to purchase. Of most significant to this research work, will the proposition of
relevant branding models to advance the mobility of products within any establishment.
Why is it an issue?
An integrated marketing approach is essential in ensuring that the products of a company
are in constant move (Foxall, 2007). While these marketing approaches are critical in enhancing
the “product visibility”, most market experts posit that the efficiency of these modalities of
marketing are intertwined with proper understanding of the market structure (Hamiln, & Wilson,
n.d). The main issue that this research work will outline will be based on the need to vary the
branding techniques within the market locus and to be able to achieve the optimal product sales.
Why is it an issue now?
The emerging trends in technology have influenced the concept of branding (Hestad,
2013). This therefore necessitates a deeper study of the subject to come up with a proper
template of incorporating these emerging technological precepts in branding (Zenker, & Martin,
n.d). In addition, the ever increasing costs of business advertisement obligate most businesses to
seek for more strategies of using branding to advance the growth of business (Jobber, 2010).
What could this research shed light on?

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This discourse will outline the need to understand the dynamics of the market segment
and vary it with the relevant branding strategies to advance growth. The discourse will also
explore the correlation between branding and purchase and use the results to postulate the
methodologies applicable in branding to advance sales

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References
Xie, H., & Boggs, D. (n.d.). Corporate Branding Versus Product Branding In Emerging
Markets: A Conceptual Framework. Marketing Intelligence & Planning, 347-364.
Bass, F. (n.d.). The Future of Research in Marketing: Marketing Science. Journal of
Marketing Research, 1-1.
Chernatony, L., & Riley, F. (n.d.). Experts' Views About Defining Services Brands and
the Principles of Services Branding. Journal of Business Research, 181-192.
Dalgic, T. (1998). Niche Marketing Principles. Journal of Segmentation in Marketing, 5-18.
Foxall, G. (2007). The behavioral economics of brand choice. Basingstoke: Palgrave Macmillan.
Hamiln, R., & Wilson, T. (n.d.). The Impact of Cause Branding on Consumer Reactions
to Products: Does Product/Cause 'Fit' Really Matter? Journal of Marketing Management,
663-681.
Hestad, M. (2013). Branding and Product Design an Integrated Perspective. Farnham:
Ashgate Publishing.
Jobber, D. (2010). Principles and practice of marketing (6th ed.). London: McGraw-Hill.
Kavaratzis, M. (2005). Place Branding: A Review of Trends and Conceptual Models.
The Marketing Review, 329-342.
Kitson, H. (1924). Principles of Advertising. Science, 362-363.
Knox, S. (n.d.). Positioning and branding your organisation. Journal of Product &
Brand Management, 105-115.
Martinez, P. (2012). The consumer mind brand perception and the implication for
marketers. London: Kogan Page.
Mathieson, R. (2005). Branding unbound the future of advertising, sales, and the
brand experience in the wireless age. New York: AMACOM.

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Moorthi, Y. (2004). Branding Principles–Application to Business-to-Business Branding.
Journal of Business-to-Business Marketing, 79-102.
Promotional cultures: The rise and spread of advertising, public relations, marketing
and branding. (2013). Choice Reviews Online, 51-2486.
Punyatoya, P. (n.d.). Effect of perceived brand foreignness on branding strategy evaluation
for high and low involvement products. International Journal of Business and
Emerging Markets, 28-28.
Zenker, S., & Martin, N. (n.d.). Measuring success in place marketing and branding.
Place Branding and Public Diplomacy, 32-41.